The kick-off at VGM Group's Heartland Conference was its
traditional hog roast and fireworks. But there was a lot more going
on at the annual event, held June 7-10, and most of it was all
about helping HME providers do business better.
A highlight was construction of a 1,500-square-foot accessible
home in a parking lot across from the Five Sullivan Brothers
Convention Center in downtown Waterloo, Iowa. Put together by the
group's newest division, Accessible Home Improvement of America,
the Heartland Home for Independent Living showcased the latest
accessibility products from AHIA vendors.
The idea was to demonstrate to providers how they can build
their businesses through accessible housing amid the onslaught of
reimbursement cuts and the threat of competitive bidding that will
mean the loss of Medicare revenues for most. Classes on home
modification and accessibility issues were held in the house, and
some conference attendees even had an opportunity for hands-on
building: Several Heartland classes installed the bathroom system,
and those completing the courses received certification for their
efforts.
The home had ramps and zero-threshold entrances. There were no
steps. Egress doors were prevalent so a person with limited
mobility could exit in the event of a fire, for example. Electrical
outlets were placed at 18 inches with most counter-tops at 29
inches. The kitchen had power-adjustable cabinets, and the bathroom
featured a walk-in tub and zero-clearance shower with other bath
safety items and living aids, such as a body dryer.
“The products, options and services displayed lean greatly
toward a retail/cash market,” said Jerry Keiderling, AHIA
president. “As our industry continues to battle with tighter
regulations and pushes toward declining reimbursement for our
traditional product and service offerings, our members are
seriously looking to diversify and gain access to a market that
will improve their cash flow.
“This market is wide open, as the demographics for
oncoming elderly and baby boomers show dramatic increases coming
for society to live longer, not necessarily healthier but
smarter,” he continued. “The need for functional and
independent living opportunities will be the focus of
many.”
